Social media are now essential platforms for marketing communications, and the volume of consumer-brand in- teractions on these platforms is exploding. Even so, it remains unclear how brands should ... [more ▼]

Social media are now essential platforms for marketing communications, and the volume of consumer-brand in- teractions on these platforms is exploding. Even so, it remains unclear how brands should communicate with consumers to foster relationships and, in particular, to gain their trust. A fundamental decision in this regard is the choice of a communication style, specifically, whether an informal or a formal style should be used in social media communications. In this paper, we investigate how adopting an informal (vs. formal) communication style affects brand trust and demonstrate that using an informal style can either have a positive or negative effect on brand trust, depending on whether consumers are familiar with the brand or not. We further show that these ef- fects occur because consumers expect brands to behave according to social norms, such that the use of an infor- mal style is perceived to be appropriate for familiar brands and inappropriate for unfamiliar ones. [less ▲]

Purpose—Customers often experience negative emotions during service experiences. The ways that employees manage customers’ emotions and impressions about whether the service provider is concerned for them ... [more ▼]

Purpose—Customers often experience negative emotions during service experiences. The ways that employees manage customers’ emotions and impressions about whether the service provider is concerned for them in such emotionally charged service encounters (ECSEs) is crucial, considering the criticality of the encounter. Drawing on cognitive appraisal theory, this study proposes that two key competencies—employee emotional competence (EEC) and employee technical competence (ETC)—affect negative customer emotions and customer satisfaction with employee response in ECSEs. Design/methodology—This study relies on a video-based experiment that depicts a customer involved in an ECSE as a service provider delivers bad news to him. The hypothesis tests use a two-way independent analysis of covariance. Results—Both emotional and technical competencies must be displayed to improve the customer experience in an ECSE. When EEC is low, ETC does not decrease negative customer emotions or increase customer satisfaction with employee response. When EEC is high, ETC instead has a significant impact on both customer outcomes. Practical implications—Managers must train employees to develop both technical and emotional competencies. Employees who demonstrate only one type cannot temper customers’ emotions or enhance their perceptions of the employees’ response as well as can those strong in both competencies. Originality/value—Using a video-based experiment, this study examines the moderating role of EEC in the relationship between ETC and two key aspects of the customer experience in an ECSE (negative customer emotions and customer satisfaction with employee responses) following the delivery of bad news. [less ▲]

Customers often experience intense emotions during service encounters. Their perceptions of how well contact employees demonstrate emotional competence in emotionally charged service encounters can affect ... [more ▼]

Customers often experience intense emotions during service encounters. Their perceptions of how well contact employees demonstrate emotional competence in emotionally charged service encounters can affect their service evaluations and loyalty intentions. Previous studies examining employees’ potential to behave in emotionally competent ways (i.e., employee emotional intelligence [EEI]) have used self- or supervisor-reported scales to predict customer outcomes, presenting EEI as stable and independent of the context. However, service firms should be more concerned with the actual display of emotionally competent behaviors by employees (employee emotional competence [EEC]), because employee behaviors vary across encounters. Moreover, a customer perspective of EEC is useful as customer perceptions of employee performance are crucial predictors of satisfaction and loyalty. Therefore, this study proposes a conceptualization and operationalization of EEC in a service encounter context. On the basis of a comprehensive literature review and in-depth interviews, the authors develop a scale to capture customer-perceived EEC, defined as an employee’s competence in perceiving, understanding, and regulating customer emotions during a discrete service encounter. The scale achieves good reliability and validity. Researchers can use it to explore the role of EEC in service contexts; managers can employ the scale to diagnose EEC and improve customers’ service encounter experiences. [less ▲]

Social media, and especially virtual brand communities, now offer new opportunities to connect consumers with a brand during the communication process. The objectives of this research are to (a) propose ... [more ▼]

Social media, and especially virtual brand communities, now offer new opportunities to connect consumers with a brand during the communication process. The objectives of this research are to (a) propose an explanatory model depicting how consumers develop emotional attachment to a brand as a result of their experience on the virtual brand community, (b) determine the influence of the Brand Human Voice on consumer emotional attachment and (c) emphasize the moderating role of consumers needs/motivations on their engagement towards the brand. [less ▲]

Purpose – During service encounters, emotionally competent employees are likely to succeed in building rapport with their customers, which in turn leads to customer satisfaction and loyalty. However, the ... [more ▼]

Purpose – During service encounters, emotionally competent employees are likely to succeed in building rapport with their customers, which in turn leads to customer satisfaction and loyalty. However, the relationship between emotional competence and rapport has not been empirically examined. In the present study, we investigate effects of customer perceived employee emotional competence (EEC) on satisfaction and loyalty. We also examine how and to what extent rapport mediates these effects. Design/methodology/approach – Drawing on the theory of affect-as-information, suggesting that emotions inform human behavior, we develop a structural model and test it on a sample of 247 customers in a personal service setting. Findings – Customer perceptions of EEC positively influence customer satisfaction and loyalty. Rapport partially mediates both effects. Practical implications – The extent to which customers perceive employees as emotionally competent is strongly correlated with the development of rapport, customer satisfaction, and loyalty. Managers of high-contact services should therefore pay attention to emotional competence when hiring new employees, and/or encourage and train existing employees to develop this type of competence. Originality/value – Previous studies have used employee self-reports or supervisor reports of EEC, essentially capturing an employee’s potential to behave in an emotionally competent way. We extend emotional competence theories with a customer perspective: the present study is the first to capture customer perceptions of employees’ emotional competence. [less ▲]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods ... [more ▼]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks.These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of ... [more ▼]

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of this value destruction, known as doppelgänger brand image (DBI). DBI is defined as the appearance, or reinforcement, of negative associations at the brand reputation level. Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of media and source credibility, brand experience and Internet experience on the DBI. The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI. The results also confirm the effect of source credibility and media credibility on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI. [less ▲]

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the value ... [more ▼]

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the value destruction, known as doppelgänger brand image (DBI). The authors define DBI as the appearance, or reinforcement, of negative associations at the brand reputation level. Brand reputation is the collective brand image that is shared by multiple stakeholders. Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of the type of media and source credibility, brand experience and Internet experience on the DBI. The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI. The results also confirm the effect of source credibility and type of media on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI. [less ▲]

Brand Image Confusion (BIC) could occur in the mind of the consumer when a new brand is launched with a similar brand name to that of an established brand. Brand Concept Mapping (BCM) is used to capture ... [more ▼]

Brand Image Confusion (BIC) could occur in the mind of the consumer when a new brand is launched with a similar brand name to that of an established brand. Brand Concept Mapping (BCM) is used to capture these changes in the established brand perception due to the launch of a new brand: the dilution of attributes and the creation of unattractive associations. The authors used a 2x2 between-subject analyses with 867 students, to study the effect of a new brand with product category similarity (versus dissimilarity) and attribute similarity (versus dissimilarity) on the perception of Xbox. Finally they studied two moderators: brand and category expertise. The results suggest that, except when the new brand has the same category and attributes than the established brand, there is an immediate risk of BIC, which is moderated by the brand expertise. This study presents a new application of BCM and provides a new way of measuring and legally proving BIC. [less ▲]

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only implies confusion at the ... [more ▼]

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only implies confusion at the brand image level. BIC occurs when consumers have difficulty distinguishing brands with closely resembling brand associations (logo, symbol, package design or other attributes). In this study, we address the lack of an appropriate method to capture the weakening of brand associations and the creation of unwanted associations as a result of BIC. Design/methodology/approach – We first introduce brand concept mapping (BCM), a powerful approach to measuring the brand image, and argue why this method is more appropriate than other methods. Subsequently, we investigate in an experiment how consumer exposure to a new brand with a closely resembling brand name affects their perceptions of the original brand image. Findings - Results suggest that, except when the new brand has exactly the same category and attributes as the original brand, a risk of BIC exists. This risk appears to be moderated by the consumer's previous experience with the brand. Originality/value - This article offers advice to academics and managers with respect to better capturing the consequences of BIC. It shows how the introduction of a brand with a closely resembling brand name, even if the introduction takes place in another category, may harm the original brand. Finally, as a result, it implicitly raises the question of the broadening of the legal trademark dilution concept. [less ▲]

This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement ... [more ▼]

This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This article then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the author introduces a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilized as an input for the creation of 160 individual associative networks. These networks are first aggregated to emphasize the brand reputation and subsequently clustered into 6 segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods ... [more ▼]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This chapter then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the author introduces a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilized as an input for the creation of 160 individual associative networks. These networks are first aggregated to measure the brand reputation and subsequently clustered into 6 segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]